Strategic Direction

Purpose – The purpose of this paper is to provide an interview Don Sull, Professor of Management Practice in Strategic and International Management at the London Business School and author of The Upside of Turbulence.

Design/methodology/approach – This briefing is prepared by an independent interviewer.

Findings – Sull has published four books and over 100 articles, book chapters, and case studies. Six of his seven Harvard Business Review articles have been bestsellers. Professor Sull has been named an “up and coming business thinker” by The Financial Times and identified as one of the next generation of management gurus by the The Economist. In 2008, he was also named one of Fortune’s Ten New Gurus You Should Know.

Practical implications – Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value – This interview provides insights into the different tactics that firms can use to deal with turbulent times, and assesses how some companies consistently not only survive very volatile markets, but spot and seize the opportunities that emerge out of these markets.